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Ghana's economic growth and political stability make it an enticing destination for global companies to invest. In comparison to other African countries surveyed, consumers are more willing to try new brands, are better connected with media, and are more receptive to advertising.
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Join our Nielsen Thought Leadership experts around our regions as they share global insights and regional examples as to why today's businesses need to revisit the definition of 'convenience' as more than a retail format and increasingly a consumer need.
From a global perspective, conditions and prospects for the remainder of the year appear largely positive. In Q1, confidence grew across Western Europe, economic recovery in Latin America looks promising in key markets, FMCG sales in North America performed well, and growing disposable incomes across Asia-Pacific are having an effect beyond the immediate region.
The majority of global consumers are exposed to both multinational and local brands. That begs the question: Just how much does the “Made In” moniker influence purchasing behavior?